10 logos that make clever use of negative space

The human brain is a wonderful device. When there's something missing in a scene, it tries to fill in what's not there and make sense of it. And if you're clever, that's something you can exploit as a designer.

When used right, negative space – the space around and between the subject of an image – can be a wonderful tool in grabbing attention and getting people to form a stronger psychological connection with your design. By making the absence of something as important as the object itself, negative space helps to bring balance to a composition in a way that can be delightful to look at, and get people to take a second, and third look too.

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Tom May

Tom May is an award-winning journalist and editor specialising in design, photography and technology. Author of the Amazon #1 bestseller Great TED Talks: Creativity, published by Pavilion Books, Tom was previously editor of Professional Photography magazine, associate editor at Creative Bloq, and deputy editor at net magazine. Today, he is a regular contributor to Creative Bloq and its sister sites Digital Camera World, T3.com and Tech Radar. He also writes for Creative Boom and works on content marketing projects.